How A Bankrupt Gym Made Billions By Firing All The Bodybuilders

How a bankrupt gym made billions by firing all the bodybuilders. Let me tell you exactly how they did it. So back in the early 2000s, Planet Fitness was on the verge of bankruptcy and they needed a strategy and they needed a plan immediately or they were going to go belly up. And after an in-depth analysis, what they discovered was actually revolutionary. They figured out that the bodybuilders who were working out of the gym every single day were costing them way more money than the other members who only frequented the gym a small percentage of the time. And they labeled these customers fitness enthusiasts. So what did Planet Fitness do? They pivoted and they fully remodeled and renovated their product. They got rid of all the heavy weights, all the big mirrors on the walls, and then simultaneously they launched an aggressive all-out marketing campaign. And the results? A huge influx of customers, 92% of which never used the gym, which unlocked a massive blue ocean of profits for the company.